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INTERNATIONAL MARKETING
ASSIGNMENT

BY- NAVED KHAN

8/6/2011

TO:- Mrs.TEENA.Y.SHARMA MAM

















ANALYTICAL- DESCRIPTIVE QUESTION
A) Briefly describe the process of International Marketing Research.
Answer-INTERNATIONAL MARKETING RESEARCH PROCESS

Four Steps of International Marketing Research
Step 1:
Defining the problem (the decision for which information is needed) and research objectives along with:
Market structure

Size of market, stage of development etc.

Product concept

Meaning of product in a particular environment
Marketing research project may have one of the three types of objectives;
Exploratory research - is to gather preliminary information that will help define the problem
and suggest hypothesis
Descriptive research - is to describe things such as market potential for a product,
demographics, or attitudes of customers
Causal research - is to test hypothesis about cause-and-effect relationships
Step 2:

Once research objectives are properly defined the marketer / researcher should then develop the detailed
plan for conducting the research. A detailed research plan should include the following five aspects;
Developing the research plan

Determining specific information needs
research objectives must be translated into specific information needs
Plan for gathering secondary information
information that already exists somewhere, having been collected for another purpose -
relevant, current, impartial (objectively collected & reported)
Primary data collection plan


Information collected for the specific purpose at hand - research approaches : observation, survey, experiment
Deciding contact method
mail, telephone, personal
Detailing the sampling plan
sampling unit, sample size, sampling procedure.



Step 3:
Implementing the research plan

Data collection phase is generally the most expensive & most subject to error - wrong
implementation, problems in contacting respondents, biased or dishonest answers,
problems with interviewers (mistakes or short-cuts)

Step 4:
Interpreting and reporting the findings

Both researchers & managers must work together at this stage - researchers know
methodology better while managers understand problems and possible management solutions
better.


B- RESEARCH PLAN TO EXPLORE MARKET POTENTIAL AND CONSUMER
BEHAVIOR FOR AN INDIAN AYURVEDIC CREAM FOR THE MIDDLE EAST.

MARKET:- Middle east has one sixth of worlds population and has been identified as the next major
economic growth region. There are total 24 countries in middle east , so we can say its a huge market and no
company would like to invest in such a market without any proper research conducted.
Middle East includes many rich countries of the world like QATAR, UAE, OMAN etc. so we could say that
purchasing power of people would be quite impressive.
But Middle East market is very sensitive and unpredictable, and not all countries are that much rich, many
countries are facing the problem of lack of funds.
Other than that Middle east is the Islamic part of the world and country like Saudi Arab is the place from where
Islam originates.
As far as the judicial system is concerned almost all Middle East countries ruled under the system of Monarchy
and rules are much rigid as compare to democratic countries of the world.
So, from all these points it is clear that middle east possess lots of money but companies who wants to launch
ayurvedic beauty products must have to understand the fact that cultural and political factors can be emerge as
barriers in front of this kind of product.
Objective: objective of this research plan is to identify the potential and consumer behavior for Indian
ayurvedic fairness cream. Today its a necessity for every organization to conduct a research, before entering
into any new market, and in our case our product is based on cultural factor, that is ayurveda & with this
concept entering into completely different market requires a research.
That is why we first analyzed the broader environment of Middle East market, which includes legal, political,
social etc.
Research- If we have to analyze the market of Middle East on the basis of usage of beauty products, than major
players of skin care already shaped the market, even not so rich countries of middle east are also showcasing an
appetite of skin care products and brands like Nivea, Calvin Klein etc. already boomed in the market, Dubai
which is the shopping hub of the world, possess 50-60 percent youth, which is the main user of skin care
products.
If we talk about Indian Brand Fair and Lovely is doing good business in Middle East market.
This is the big picture of skin care business in Middle East, as if we talk about our product, which is an
ayurvedic herbal fairness cream, there is a positive response from the people, Ayurveda made a positive
appearance in front of the world and companies like Himalayas started an era of ayurveda based beauty
products, so the concept is not new for the Middle East people. On a survey it has been revealed that as the
Middle East is a very hot and humid place, So in toiletries fairness cream is the most demanding product. So its
a green signal for fairness enhancing products. In a research two lessons has been revealed on ayurveda based
fairness creams. One is Fair and lovely ayurveda and other one is Himalaya. Fair and lovely as a big disaster
and Himalaya captures the market. Both of them advertised their product decently but fair and lovely lacks in
giving quality product and as its not India it has been immediately disregarded by the customers , on the other
hand Himalayas maintain their USP and gave their customers what they needed. So, in Middle east every
product is judged on the basis of quality and not every product has been allowed to enter into the market, as
there is a judgmental body in each country to judge the quality of the product.
As conclusion Indian Ayurvedic goods wrapped with good presentation leads to great acceptance in the Middle
East market and there is a good potential in the market also, the thing which differs from India is the behavior of
consumers. As cost is not the constraint, consumer Of Middle East is very choosy and demanding, so they need
acquaintance of Indian Ayurvedic product with complete authenticity and with a feel global touch.
Difference between primary data collection in Middle East and In India of Indian Ayurvedic
Fairness Cream
Primary data is the first and foremost data, generates for any research or statistical result. It can be gathered by
either by 1) Communication- interviews, questionnaires, surveys. 2) Observation- no interaction, just simple
and natural observance.
In this research data collection for Indian Ayurvedic Cream in India differs from Middle East. Primary data
generates on certain bases, and these bases are the reason, how this primary data differs between INDIA and
Middle East. These bases are:-
1- Demographic/ socio economic- it includes age, gender, income, occupation, sex etc.
2- Psychological/lifestyle- activities, interests etc.
3- Awareness/knowledge- facts about product, features, price
4- Motivations- needs, wants, reason to buy
5- Behavior- purchase, use, timing.

If we generate primary data on above mentioned bases in INDIA and Middle East,. The result will be
completely opposite, because both of the places differs from each other in all possible manner. India is the
birthplace of Ayurveda so there is no need for intense marketing of the product. But in Middle East many
people are having misconceptions about Ayurvedic product. In India taking interview of women on road is not a
big job, but same activity in country like QATAR, BAHRAIN, and OMAN will be counted as unethical and
offensive. So, this is how primary data collection differs between India and Middle East.
O.2 Pructlcul usslgnment (MARKET SURVEY)


INTRODUCTION

This Practical assignment deals with the actual scenario of International Marketing in
todays time. Core activities associated with this particular assignment is to choose any
organization of jaipur and conduct observations about its commercial activities in relation
with their operations in International market.
Further division of this assignment is on following bases:-
1. Analysis of the marketing research activities being carried out by the firm.

2. Understanding and analyzing the types of segmentation used by the organization, in order
to choose its final market.



3. What are the modes of entry used, to enter one/different markets?



4. What are the Reasons for choosing a particular mode of entry for a specific market.







ACKNOWLEDGEMENT



I owe a sense of gratitude to Mr. NASIR HUSSAIN KHAN & MR. JUNED HUSSAIN
KHAN for giving me this wonderful opportunity to understand the operations and working of
their organization.
I am very grateful to Our International Marketing Teacher Mrs.TEENA.Y.SHARMA for
assisting in this assignment and guiding us every time. Thank you so much for believing in
us and giving us this opportunity to perform.









BY:- NAVED KHAN
SS/ISBE-B/2010-12







COMPANY PROFILE

The organization I choose for my International marketing assignment and to conduct my
market survey is- GEM CITY ASSOCIATES.
Its a JAIPUR based gemstones manufacturing and selling organization, it was started by Mr.
Nasir Hussain Khan in 2005. At that time the owner of this company was a complete fresher
to gemstone industry but within six years only, he changes the face of the organization and
cross the border of this country. Today Gem city associates operate its manufacturing unit at
Jaipur and selling Outlet in Muscat & Dubai.
The organization started from very ground level operations of simple buying and selling of
precious and semi precious gemstones in Jaipur, but the owner of this organization has his
past experience in gulf market as a serviceperson, he applies his experience of Gulf market
into his business, which resulted as a dramatic change in the organizations business.
In the interview he explained that conducting business activity across the border is a real
challenge, because every second thing is a constraint to your business. He further explains
that I worked under several hotels in Saudi Arabia before starting this organization in jaipur.
So, I am a good Arabic speaker, language helps me a lot in dealing with clients and cracking
deals. Second thing he explained that as I worked in Saudi Arabia for long time, I have a
clear understanding of all rules and laws of Muslim countries.
This organization is a real example of international marketing, and how an entrepreneur
creates countless opportunities from foreign markets.










a) Analyze the marketing research activities being carried out by the firm and comment on
them.
Answer. This firm establishes in 2005 and just a year later it started making clients in
OMAN. As it is not a very big organization, but even then they conduct every business
activity very professionally. In the initial phase firm start researching that what is the main
reason for consumers dissatisfaction in OMAN. Then they came to know that OMANS
market is all about innovation. The one, who have the new design, is the victor there.
After they deeply analyze the market and came to a decision that in gulf women didnt like to
wear traditional yellow gold, they are more interested in platinum jewellery.
Oman is located at coastal area and tourists are the prime customers there. So the firm
researched that European and American tourists are the king pin of the market and their taste
differs completely from gulfs localities. Non- Gulf customers like to wear jewellery in a
very sober and decent manner. Gem-city associates displayed pearls and emerald in their
shop, in its natural form, without polish. As the owner said that from that day till now, this
unique concept is our most attractive feature.
From all three above mentioned examples, it is understood that this firm didnt flow with the
wave, they always studies the market & comes up with something very rare and different.
Today they are the leaders at the Gold Street OMAN just because every time customer steps
in he/she found something new in the shop. Just because of the marketing research conducted
by the firm

b) Explore the types of segmentation used by it, in order to choose its final market. List out
the markets it has entered into.

Answer- Firm segmented the market on the geographical bases, they divided the market
into INDIA, OMAN & DUBAI. And their every jewellery, gemstones and their prices are
depends upon the locality. For INDIA they have heavy yellow gold jewellery with all
major gemstones. OMANS market is majorly about silver and decent jewellery and
DUBAIS market requires huge investment and latest designs because of the high
footfalls.

c) Modes of entry used, to enter one/ different markets.
Answer- They are currently operating in 3 markets right now and more or less they opted
same mode for entering in every market. In India they entered into market through direct
field selling. Then as they started getting positive response they open small
manufacturing unit in jaipur and with a small office they started making clients in OMAN
and when they acquainted with all major dealers there. They opened their own outlet
there.
Then from OMAN they start supplying goods to DUBAI and again when they understood
the business and clients of DUBAI, they opened up an outlet in DUBAI also.
So, their mode of entering into any new market is simple supply of goods or we can say
they first export into that market and when they know that market, they entered into it
completely.

d) Reasons for choosing a particular mode of entry for a specific market.
Answer- According to Mr. Nasir there is a strategic reason behind choosing this
particular mode of entry into specific market. He further added that before entering into
any foreign market it is very essential to understand the flow of that particular market,
and what type of goods are demanded there. So for minimizing the risk, we first export
goods their and from that we understand that whether its a right market to enter or not.




SWOT ANALYSIS

STRENGHTS:- 1. Understanding of Gulf market
2. Emphatic Entrepneuship ability
3. Continuous Research of all markets.

WEAKNESS:- 1. Lack of Resources
2. Conservative approach in Certain Business areas.

OPPORTUNITIES:- 1. Emerging markets of Middle East.
2. World Wide acceptance of Jaipur based jewellery

THREATS: - 1. Increase in Competition
2. Fear of imitated or fake gemstones
3. Changes in Legal Scenario of Middle East.







SUGGESTIONS


On the basis of my research I concluded to certain suggestions. These suggestions are not
showing any lacking or loop holes in the firm. These suggestions are the result of my
studies which will help in further improvement of the firm.

1. Oman is a place of tourists around the world and with Jaipurs jewellery; tourists also
look up for famous handicrafts of jaipur. This will add further attraction to the
organization.

2. The firm has to expand their operations in Europe also. On an interview I came to
know that they were not aware of the jewellery potential of Europes market. As Italy
is a major destination of jewelers around the world.

From my study of this particular firm, I was able to generate these two possible suggestions.













BIBLIOGRAPHY

1. PHILIP KOTLER ( SOUTH-ASIAN PERSPECTIVE)

2. JAIPUR JEWELLERY ASSOCIATION.COM